Plan de comercialización y ventas para establecer el posicionamiento de marca de la Empresa Industrias Catedral S.A. con su producto pastas alimenticias en doce provincias del Ecuador

Abstract

This research aims to provide Industrias Catedral SA, a sales and marketing plan, strategic marketing tools, valuable for making high-level corporate decisions that will: improve the efficiency and effectiveness of the company's partners, improve the positioning of the Catedral brand in the consumers'minds, increase sales of pasta nationwide prognostic potential market scenarios and adapt flexibly to changing providing better service to society. Here the following chapters will be detailed: In Chapter I the general background and basic aspects of the business, such as historical review, process visualization, products offered, among others were detailed. Chapter II is made defines and justifies the research problem, in addition to setting objectives to which the project aims. In Chapter III scientific literature focused on marketing character is addressed, establishing a theoretical and conceptual framework. In Chapter IV the methodological framework is constructed to determine the assumptions and design research through methods, techniques and tools. Finally in Chapter V the research proposal is propounded: a strategic diagnosis of the company through factors matrix, field research and the results obtained an action plan for the benefit of the company.